Your business needs hyper-responsive customers to move forward. These customers are the backbone to any successful company and should heavily influence how you conduct yourself and operate your company. In order to market to these customers, you need to be able to first understand who they are and what influences their buying decisions.
Who Are Hyper-Responsive Customers?
These are the customers that are going to be in frequent contact with their personal and professional communities about your brand. They offer feedback to you through your website, phone-support and account representatives. Hyper-responsives share on and offline impressions about your product or service often, and are less sensitive to price. Engage these hyper-responsive customers and market to their needs, and you will profit long after their first purchase.
These customers are passionate researchers, and seen as authorities by their peers. Win-over a hyper responsive consumer in your industry, and you could see 20%-30% more business through their referrals.
How Do I Find These Customers?
Hyper-sensitive customers are going to be looking for you or your service, but not all customers that come across your site are going to make a purchase. Around 80% of all the results you’ll see from marketing come from only 20% of the total efforts expended.
You just need to provide them with the information and the resources they need to make an informed purchase once they reach your website. Failing to attract their attention and understand buying triggers will cause those same customers to go over to your competitors, costing you valuable opportunities.
Look over your content, contact forms and information to ensure that it is accurate and easy to access. This will be important to all customers, but will play an even bigger role in attracting that hyper-responsive customer. Enlist a professional marketing company that can perform content marketing and get your website appreciated and bookmarked by these customers.
Although it sounds simple, be quick to respond to inquiries and offer helpful and friendly assistance to develop a relationship and bond between you and the customer. Treat every correspondence like it is that hyper-responsive customer because you never know who is on the other end of the line.
What Should I Do To Retain These Customers
Let’s say that you made your first sale and things went out smoothly. A purchase from any customer shouldn’t be viewed as an ending, but instead can initiate what is referred to as a “buying heat.” These spurts in sales can often last from as little as a few days to even a few weeks or months.
Those same customers might be interested in purchasing your product or service for friends or family, or continuing a relationship with you in some way that can benefit your business through referrals. In order to retain customers, explore these approaches:
Check Back In
Check back in once the product or service is complete and ask about their experience. This will show that you care about them as a customer and they will be more likely to be a return customer as a result. You can also use this as an opportunity to learn about your company from an outside perspective and make alteration to your approach.
Always make sure that a hyper-sensitive customer is 100% satisfied. If there was a problem or something went wrong in the process, do your best to make reasonable concessions. Don’t let a valuable customer walk away because you shipped their product a few days too late.
Personalize Their Experience
When a customer spends a significant amount of money or time on your company, make that value known. For example, instead of putting these customers on the same mailers that everyone else gets put on, personalize all correspondence to these customers and develop a relationship where you will eventually feel comfortable asking for their business.
Furthermore, understand the customer. Try to determine their motivation for doing business with you and use that as a tool. Hyper-sensitive customers are going to ask you questions, and you should avoid the hype and the sales-driven pitch as much as possible. If you’re a marketing company and a non-profit is very interested in doing business with you, discuss the benefits that you offer in relation to non-profit marketing, not just running a business.
Looking out for these customers and adhering to these three retention steps will ensure that you are building the relationship with these customers and that these customers will return to do business. After all, if hyper-sensitive customers make up 80% of profit as data suggests, retaining customers is not only helpful, but necessary.
Author Bio: Candice Slater has been dedicated to advertising for over 17 years, offering support to businesses and nonprofits through her small business marketing company. She lives in Charlotte with her two sons and husband, and enjoys practicing her faith, and neighborhood BBQ’s!